Ramelson Inc. features photographs of celebrities wearing Ramelson clothes and shoes
on its Web site. The company uses these celebrities to promote its products as it
believes that celebrities can influence customers’ buying decisions. These celebrities
serve as _____.
a. opinion leaders
b. aspirational reference groups
c. nonaspirational reference groups
d. decision makers
Answer:
A sales-oriented firm places minimal emphasis on:
a. promotional strategies.
b. building long-term customer relationships.
c. pricing strategies.
d. personal selling and direct selling activities.
Answer:
It is important to limit the number of supply chain partners in the product development
and commercialization process.
a. True
b. False
Answer:
The size of consumer markets in most countries exceeds that of business markets.
a. True
b. False
Answer:
Basic research:
a. is aimed at confirming an existing theory.
b. is aimed at developing new or improved products.
c. is aimed at a specific, pragmatic problem.
d. is given little emphasis by business firms in the United States.
Answer:
Manufacturers find that their large customers always force sellers to do illegal price
discrimination.
a. True
b. False
Answer:
Cover Board Inc. is a company that designs and prints advertisements on coffee sleeves
used on cups sold in coffee shops. To find clients to advertise on the coffee cup sleeves,
the company sends a representative to other companies to explain them the benefits of
advertising on these sleeves. In this case, which of the following promotional strategies
is used by Cover Board Inc.?
a. Mass communication
b. Implicit communication
c. Personal selling
d. Sales promotion
Answer:
When consumer demandis sensitive to price changes, _____ occurs.
a. inelastic demand
b. sales maximization
c. elastic demand
d. profit maximization
Answer:
In exclusive distribution, a manufacturer tries to have a product available in every outlet
where potential consumers might want to buy it.
a. True
b. False
Answer:
When a firm develops structural bonds with its customers by offering unique value
added services, it is operating at _____ of relationship marketing.
a. level 4
b. level 3
c. level 2
d. level 1
Answer:
Which of the following is true of supplier relationship management?
a. The supplier relationship management process has no impact on any supply chain
member’s bottom-line financial performance.
b. It helps suppliers and business units to operate with limited or no interactions.
c. It supports manufacturing flow by identifying and maintaining relationships with
highly valued suppliers.
d. The supplier relationship management process has nothing in common with the
customer relationship management process.
Answer:
The distribution strategy in the marketing mix is concerned with:
a. transporting raw materials or finished products.
b. educating customers about product benefits.
c. providing after-purchase services to customers.
d. public relations activities.
Answer:
Treat Bytes Inc., a food product manufacturing company, introduces a new range of
protein-rich snacks targeted at vegetarians. The products have very low levels of fat and
cholesterol that make them a healthy source of protein for vegetarians. These products
are unique, and people consider them to be of the highest quality. These unique features
of the products present Treat Bytes Inc. with a _____.
a. differential parity
b. synergistic goal
c. competitive advantage
d. comparative benefit
Answer:
Unlike buyers in business markets, buyers in consumer markets tend to:
a. purchase in much larger quantities.
b. generate more stable demand trends.
c. approach purchasing more informally.
d. involve more people in a single purchase decision.
Answer:
Push money is one of the efforts taken by manufacturers to make wholesalers push the
manufacturer’s brands through the distribution channel.
a. True
b. False
Answer:
A thirty-minute or longer advertisement that looks more like a television talk show than
a sales pitch is known as a(n) _____.
a. advocacy advertisement
b. premium
c. trade sales promotion
d. infomercial
Answer:
Which of the following statements is true about Hispanic Americans?
a. The majority of Hispanic Americans are of Puerto Rican descent.
b. Women are the primary decision makers in Hispanic households.
c. Hispanic population in the United States is steadily declining.
d. Majority of Hispanic men shop for food items at traditional grocery stores.
Answer:
_____ is a means of displaying or graphing, in two or more dimensions, the location of
products, brands, or groups of products in customers’ minds.
a. Market segmentation
b. Product positioning
c. Perceptual mapping
d. Product tracing
Answer:
Britney is fifteen years old and wants to begin her own business selling cupcakes to
coffee shops and restaurants. She is having a tough time deciding whether she should
express her market share in terms of the revenue generated or the number of cupcakes
sold. Regardless of what she chooses, which of the following types of pricing objectives
is Britney considering?
a. Status quo pricing
b. Profit oriented
c. Target return on investment
d. Sales oriented
Answer:
Gemini Inc. has prepared a market plan for its air conditioners. The managers at Gemini
have outlined several activities for their subordinates based on a marketing plan. The
employees are required to finish these activities within specific time frames. The
managers have also allocated a budget for each activity. In the context of marketing
planning, which of the following concepts is illustrated in the scenario?
a. Divestment
b. Implementation
c. Diversification
d. Vertical integration
Answer:
_____ multiplied by the number of units sold equals total revenue for the firm.
a. Discount
b. Price
c. Overhead cost
d. Profit margin
Answer:
Retailers are those firms in a marketing channel that sell directly to consumers as their
primary function.
a. True
b. False
Answer:
In the context of marketing planning, _____ entails gauging the extent to which
marketing objectives have been achieved during the specified time period.
a. implementation
b. control
c. evaluation
d. environmental scanning
Answer:
One of the basic values that strongly influenced attitudes in the United States’ first 200
years and still holds for a majority of Americans today is nonconformity.
a. True
b. False
Answer:
Maggie’s Apparel Inc. is a store that offers customized shopping, whereby consultants
pick clothing they feel will fit a customer’s style and specified need. This scenario most
likely illustrates _____.
a. personal selling
b. price-based selling
c. seasonal marketing
d. word-of-mouth marketing
Answer:
_____ promotion is designed to stimulate a purchase or an action.
a. Connective
b. Reminder
c. Informative
d. Persuasive
Answer:
A(n) _____ is the channel used to convey a message to a target market.
a. medium
b. product network
c. attribute
d. appeal
Answer:
Marketing managers rely on customer databases for effective implementation of the
market penetration strategy.
a. True
b. False
Answer:
The demand curve for a product shows the change in the product’s supply with changes
in its price.
a. True
b. False
Answer:
Which of the following statements about American teenagers is correct?
a. They spend about six hours per week tuned in electronically.
b. They make the largest cohort group.
c. They like interactive promotional activities.
d. They prefer Tumblr and Instagram to Facebook.
Answer:
Which of the following is true of a product/service differentiation competitive
advantage?
a. It tends to be more attractive to top managers because of its durability.
b. It provides a shorter-lasting competitive advantage compared to cost competitive
advantages.
c. It focuses primarily on offering a low priced product or service than that of the
competitor.
d. It is subject to continual erosion, as opposed to cost competitive advantages.
Answer:
Unfair trade practice acts were enforced to:
a. ensure the adoption of the Sherman Act that makes bait pricing illegal.
b. prevent oligopoly leaders from joining together and fixing prices at the highest rates
that a market will allow.
c. establish penalties for companies that break the Clayton Act by engaging in predatory
pricing.
d. protect small local firms from giant companies that operate efficiently on razor-thin
profit margins.
Answer:
Rachel, a university student, purchases a watch as a gift for her mother. In this scenario,
the watch is an example of a(n)__________product.
Answer:
Zing is a soft drink which is available everywhere, including gas stations, department
stores, and vending machines. Zing is an example of a(n)__________.
Answer:
A__________is the general level at which a company expects to sell a good or service.
Answer:
The advertisements for ground coffee sold by Khokho’s Inc. state, “The highest quality
coffee doesn’t have to be expensive.” This is an example of how a product
communicates its__________.
Answer:
List the implications that social media have for marketers and the way they
communicate with their customers.
Answer:
What are the benefits of globalization?
Answer:
The__________is charged with enforcing regulations against selling and distributing
adulterated, misbranded, or hazardous food.
Answer:
With the help of examples, describe the two unique challenges faced by service
providers as they decide on a pricing strategy.
Answer:
A company is most likely doomed to failure in a foreign country if it__________.
Answer:
How is competitive intelligence useful to organizations?
Answer:
Casca Paints, a manufacturer of paints and emulsions, owns a user-friendly Web site.
The Web site allows customers to upload pictures of their house and select the colors
that best match their expectations. Donnel Designs Inc., an interior decoration firm,
enters into a partnership with Casca Paints. As a result, customers can now get a
complete interior design solution for their homes. This is an example of
a(n)__________.
Answer:
A__________is a price reduction offered to a consumer, an industrial user, or a
marketing intermediary in return for prompt payment of a bill.
Answer:
Discuss product strategies in the context of a marketing mix.
Answer:
What are universal product codes (UPCs)? Explain their use in packaging.
Answer:
Who are the baby boomers and why are they important to marketers?
Answer:
__________systems free sales representatives from the time-consuming task of
following up on leads to determine need, buying power, and receptiveness.
Answer:
__________negotiate with one another, buy and sell products, and facilitate the change
of ownership between buyer and seller in the course of moving a product from the
manufacturer into the hands of the final consumer.
Answer: